Prepared by Northwood Digital Services
Digital Commerce & Fulfillment Modernization
One website. One national ordering system. A simpler path from customer order to shipped crab cakes.
Box Hill doesn’t need another website. It needs infrastructure that matches the business it has already become.
Box Hill has built a successful local restaurant and national crab cake business — and it has the potential to become a national brand. But the digital systems supporting that growth have become fragmented.
Today, customers and employees are navigating multiple websites, ordering systems and workflows. National orders require significant manual oversight, future orders are difficult to manage, shipping and checkout issues create unnecessary friction, and the team depends heavily on a few individuals to keep orders moving.
Instead of paying commissions on sales generated by Box Hill’s own products, reputation and marketing…
→national e-commerce runs on infrastructure Box Hill owns and controls.
Instead of unpredictable repair and integration expenses…
→a professionally managed commerce platform, backed by ongoing monitoring, maintenance and local support.
Instead of employees manually pushing every order through fulfillment…
→the system moves orders from checkout to shipped, automatically.
Our recommendation is not simply to redesign the website.
The opportunity is to give Box Hill ownership of a unified digital commerce system that connects the customer experience with the way orders are actually fulfilled.
Consolidate Box Hill’s web presence into one authoritative website with clear paths for the restaurant, local customers and nationwide crab cake shipping.
Replace the existing national store with a streamlined WooCommerce ordering system built around Box Hill’s actual products, customers and shipping requirements.
Integrate Worldwide Express, improve delivery-date selection and give management visibility into orders scheduled weeks or months into the future.
Create a simplified fulfillment dashboard showing employees exactly what needs to be prepared, packed and shipped.
Put Box Hill in control of its website, customer data, commerce infrastructure and digital accounts.
One connected path, start to finish.
The technology underneath can be sophisticated.
For Box Hill’s customers and employees, it shouldn’t feel sophisticated. It should feel simple.
Three phases. One system Box Hill owns.
A new custom WordPress website designed around Box Hill’s local and national businesses.
Includes website strategy, UX/design, approximately 5–10 core pages, mobile optimization, content migration, clear restaurant and nationwide ordering paths, SEO foundation, redirects and analytics. The architecture will also accommodate Box Hill’s anticipated future transition to Toast.
Target: approximately 5–6 weeks
Build Box Hill’s new national crab cake store using WooCommerce, Stripe and Worldwide Express.
Includes streamlined checkout, live shipping calculations, requested-delivery calendar, future orders/preorders, customer accounts, saved addresses, order history, discounts, gift cards, transactional emails and tracking.
Target: approximately 5–6 weeks, overlapping Phase 1 where appropriate
Create a custom fulfillment interface for Box Hill’s kitchen and shipping operation.
Includes today’s fulfillment queue, future orders, customer/order lookup, fulfillment statuses, packing slips, WWEX shipping/label workflow, thermal printer setup/testing, designated fulfillment-screen setup, management notifications, onsite testing, staff training and written operating instructions.
Final WWEX automation is subject to technical validation of the available WWEX account/integration capabilities.
Target: approximately 6–8 weeks, overlapping earlier phases where appropriate
For the first six months following launch, support runs at $499/month while the new platform beds in; after that, ongoing hosting and support continues at $229/month. Either way, Northwood Digital Services provides high-performance hosting, security, backups, updates, uptime monitoring, WooCommerce and integration monitoring, same-business-day response, a two-business-day target resolution for covered issues within NDS’s control, pre-holiday system review and local onsite troubleshooting when reasonably necessary.
The Goal
Box Hill should own its digital business, make it easier for customers to buy, and give its employees a system designed around how they actually work.
Box Hill runs two businesses, and each one wins a different search battle. SEO is how demand keeps arriving on infrastructure Box Hill owns — compounding over time, without paying a commission on every order or renting every click through ads.
When people across the Baltimore area and Maryland search “crab cakes near me” or “best crab cakes in Maryland,” the restaurant and food truck should be the first thing they see on Google and Maps. That’s foot traffic and local pickup captured at the exact moment someone decides where to eat.
The national business grows every time Box Hill ranks for high-intent searches like “order Maryland crab cakes online,” “crab cakes shipped nationwide” and holiday gifting. Those clicks are buyers ready to order — landing on the store Box Hill controls, instead of going to a competitor or costing a fee per sale.
From Local Institution to National Brand
Box Hill already has the reputation, the repeat customers and proven demand outside Maryland. This builds the infrastructure to compete for national market share — a national-caliber storefront, reliable holiday performance, easy repeat purchasing and a customer database Box Hill can market to for years.
Box Hill already has the crab cakes. Now the digital operation catches up.
Jimmy’s Famous Seafood should know Box Hill’s coming.